By  on July 5, 2007

NEW YORK — Jones Apparel Group wants to breathe new life into its L.E.I. junior denim brand with a fresh look for fall.

For the back-to-school season, Jones will unveil an overhauled L.E.I. with new packaging, labeling, advertising and a strategy for increasing the brand's Internet presence. Jones is hoping to better connect with L.E.I.'s 13- to 17-year-old target audience and stand out in an increasingly crowded market.

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